Make sure you carefully read the assignment questions 
• Read the entire case, jotting down your notes. 
• As you write your case analysis, please include appropriate references to the assigned reading within the text. 
• Even if there are questions associated to the case, it is a good idea to make sure to have the sections presented below (Summary, Analysis and Recommendations and References). You can name your paragraphs and section in a different way from what is proposed, but make sure you follow a similar logic.
For the exclusive use of B. Hu, 2019.
W18458
GOPRO: THE DISRUPTIVE INNOVATOR FACES CHALLENGES1
Rishi Dwesar and Geeta Singh wrote this case solely to provide material for class discussion. The authors do not intend to illustrate
either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying
information to protect confidentiality.
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Copyright © 2019, Ivey Business School Foundation
Version: 2018-07-30
Because it’s a small company that’s living on its innovation, GoPro’s got to try and innovate like hell or
else it just dies.2
David Cray, business analyst and professor, Carleton University, 2015
On March 15, 2017, American technology company GoPro, Inc. (GoPro), once the fastest-growing camera
company in the country, announced it was reducing its workforce by 270 employees. This announcement
marked the third time that the company had reduced its workforce since the start of 2016.3 Also, the stock
price of GoPro had hit an all-time low in early March 2017. There were several reasons for the company’s
fragile condition. GoPro had launched some new products; however, analysts were skeptical about whether
these products would help the company regain its lost charm and lead to the same impact it had created
earlier.4 One main problem was that GoPro faced severe competition from innovative companies such as
Garmin Ltd., Sony Corporation, YI Technology, Nikon Corporation, and Polaroid Corporation, which had
also started producing action cameras.
How did the problematic launch of GoPro’s new camera and the delayed release of its much-anticipated
drone affect GoPro’s reputation in the market? What strategies could GoPro executives adopt to re-enter
the market with better competitive strength, and regain the confidence of its customers and investors? Of
the few options available, which should GoPro choose to bounce back in the market so that its new
development would pay dividends and restore its health?